Loam

A former Foodmuse client, Just Fare, had ambitions of launching a high-end catering & events brand, however they needed support in ascertaining some of the fundamentals: where do we belong in the competitive market? Who is our target user? What are the pillars of our brand?

We guided them through Persona and Naming workshops to arrive at a Brand Identity that honors Just Fare’s humble beginnings and their appreciation for responsible and regenerative agriculture: Loam Events.

Recognizing that we’d advocated for a name for a luxury brand that essentially refers to “dirt”, we knew that we’d have to deliver a visual identity that counterbalanced this otherwise plain - even messy - name. But we loved that contradiction and we think it turned out beautifully.